Enterprise Medical Software: SEM Case Study

Our client, a public company, is a leader in software and information solutions that empower physicians and other healthcare providers to deliver best-in-class patient safety, clinical outcomes and financial results. Hundreds of thousands of physicians as well as hundreds of hospitals use this client’s platforms to help manage clinical and business operations. The client has a substantial SEM program focused both on branding as well as driving qualified leads to its large direct salesforce.

CPC Search was tasked with improving the SEM program’s efficiency by lowering the cost/lead submission as reported by Google, and with lowering as much as possible the cost/prospect (lead submissions excluding duplicates, bad data, and current customers) as reported by the client’s CRM system.

Within 5 months after engagement, CPC Search was able to make very significant progress towards those goals. In terms of lead submissions as recorded by Google AdWords, we were able to show:

Medical B2B SEM Case Study

Medical B2B SEM Case Study

  • 75% growth in leads/month
  • 44% decrease in cost/lead

The results that were achieved for prospects were even more significant:

  • 343% growth in monthly prospects
  • 78% decrease in cost/prospect

One of the first things we noticed was that the landing page being used by the client was very rich with content – typically that can be a good thing. In this case, though, the page was not leading to lead submissions. First of all, the page did not have a simple call-to-action; rather, the user had to self-select whether they represented a hospital, physician group, acute care facility, etc. Then the user had to choose which solution category they were interested in. There was no lead form on the page, and the multiple calls-to-action were not featured prominently on the page. At our suggestion, the client re-worked the primary landing page with the form on the page, a simple call-to-action, and a more streamlined, easy-to-digest page. This has proven to have a very positive impact on the SEM program.

Another significant change was that we worked to separate out certain ‘branding and positioning’ keywords that are important to the client. We now have more visibility on these keyword categories; if they result in relatively high cost/lead and cost/prospect, the client can now see and understand this more easily. In the future, this may lead to a decrease in spend for these types of keywords, and improve measurable ROI.

In addition to the above, we have also continued to invest in keyword generation and testing, ad testing, expanding campaigns with additional ad groups, and all the other things that go into best-in-class SEM programs, and we expect to be able to report additional improvements for this client in the future!